| философия | The workforce, and workplace, have changed forever. Long commutes and inflexible work hours look like remnants from an ancient past. Monster's latest brand campaign, created by Arnold Worldwide, taps into the sentiment that the old ways of working are relics from the Dark Ages and a new era of job search has begun. One that offers job seekers more control over how and where they find the right fit. Millennials and Gen Z represent the majority of workers in the U.S., and their work philosophy is changing the workplace landscape dramatically. According to Monster’s Future of Work 2022 report, 43% of workers say having meaningful work is a top factor driving their career choice. Remote jobs remain the number one search performed on Monster.com and today’s seekers are in a powerful position. The new campaign leans into this cultural truth to position Monster as the modern destination for the modern job seeker. The breakthrough creative starts with two TV spots, which contrast today’s career considerations in the setting of the Dark Ages. The spots talk directly to millennial and Gen Z candidates and validate the future-of-work issues many are grappling with today: - “Junior Scribe” underlines how being undervalued is history with a “junior scribe” who is asked to milk a goat for his supervisor’s coffee - “Fulfillment Center” features staff on a renaissance assembly line, discussing raises and how to address their medieval boss, as Monster highlights that mediocre pay is history. In addition to linear TV, the new campaign will launch with radio, digital, display, social and OOH placements. Together, both creative spots reposition Monster and capitalize on modern-day optimism, lean into humor, and remind audiences of a truth we might have forgotten: we all deserve a job we want. And at Monster, we can find it. |